With digital advancement in India, the fashion retail industry is adopting technology and innovation at a pace that was never evident in the past. According to a survey, apparel and lifestyle is estimated to contribute 30 percent of the total online retail market in 2020. It implies that more and more Indian customers are going to shop for apparel products online. In such emerging sector, understanding customer online trust and risk perceptions are critical components to success. In this context, this monograph offers significant insights to online retailers about customer online trust and risk perceptions. This would further help online retailers to devise successful strategies to gain a profitable market position.
Shivkumar M Belli
Shivkumar M.Belli is a PhD in Marketing and Assistant Professor at NIFT Hyderabad. Dr. Waghamare Shivaji is a professor in the department of PG studies & research in Commerce, Gulbarga University, Kalaburagi (India).
Number of Pages:
LAP LAMBERT Academic Publishing
online, Behavior, trust, risk
BUSINESS & ECONOMICS / Production & Operations Management